The 13th Daegu International Beauty Expo, held June 11–13 at EXCO in Daegu, South Korea, attracted 17,800 visitors and generated USD 36.34 million in export consultations—a 19% increase from last year. Contract negotiations reached USD 13.28 million, up 20%, signaling strong demand for Korean beauty products and technologies among overseas buyers.
Key export figures and buyer engagement
The expo hosted 153 companies across 200 booths, covering cosmetics, beauty devices, medical beauty, hair, and nail sectors. A total of 35 buyers from Canada, China, and Southeast Asia were invited, resulting in 294 business meetings. Export consultation value rose from USD 30.61 million in 2025 to USD 36.34 million, while contract-progress value climbed from USD 11.05 million to USD 13.28 million.
Notable product launches and tech innovations
J&J Company showcased peptide and apple-based skincare, attracting Thai buyers for exclusive distribution rights and potential supply agreements. Lily Cover, a Daegu-based cosmetics firm, demonstrated its portable skin diagnostic device 'Muilli' paired with the 'ENIMA' custom cosmetics robot, which diagnoses skin and manufactures personalized products on-site.
Domestic retail and marketing programs
Seventy-nine domestic purchasing consultations took place with home shopping and hypermarket buyers, totaling approximately KRW 7.8 billion (USD 6 million). A live-commerce program featuring a Thai beauty influencer introduced 97 products from 33 exhibitors, boosting Southeast Asian market entry prospects.
What buyers should watch
Overseas distributors and clinic buyers should note the growing interest in customized beauty tech solutions and functional skincare from Korean SMEs. The expo's increased export figures and active buyer engagement signal expanding opportunities for partnerships in device procurement, OEM skincare, and exclusive distribution rights across Asia and North America.
Regulatory and channel signals
The event underscores Daegu's ambition to become a K-beauty hub, supported by municipal government backing. The integration of live-commerce and influencer marketing highlights evolving channel strategies for reaching Southeast Asian consumers. Buyers should monitor follow-up contract negotiations, particularly for Thai distribution deals and customized device-supply agreements.
Source: Read the original report | Published: June 14, 2026